Ten in 'terrible' ratings position

Ten in 'terrible' ratings position
SHARE
THIS



Network Ten has named Under the Dome and Elementary its “breakout hits” for the first half of 2013, but the ratings spikes can’t mask Ten’s “terrible position”.

In Ten’s ‘first half ratings report’ release the network today said it had retained the “title of the top-ranked commercial television network during day time in 25 to 54s and women for the 13th consecutive year”.

Ten described American dramas Under the Dome and Elementary as “breakout hits” in its release, which covered official survey period of weeks seven to 27 (including Easter).

Under the Dome debuted on June 26 to a preliminary metro audience of 1.175 million. Elementary premiered on February 4 with 1.2 million viewers, yesterday [June 7] the drama was watched by 738,000 viewers.

However, the view is less rosy for the network when only the “cover-all revenue demographic” of 16-54 year olds and peak  night (1600 – 2229) is considered, according to media analyst Steve Allen.

“It’s been a shocker, and they are in a terrible position,” Allen, managing director of Fusion Strategy, said.

Allen said it was surprising that Ten “is down so far” in peak nights 16-54s. A Fusion Strategy analysis of OzTam data found the network was down 18.86% in peak night live average viewing audience among 16-54s in the year to week 20, excluding Easter.

While Ten was not the only commercial network to be down in the important revenue attracting demo, it stands apart due to the size of the drop (see table below).

A raft of new programs are set to break onto Ten in second half of the ratings year, including Puberty Blues 2, a local version of The Bachelor, A League of their Own, This Week Live and more.

But Allen says it “does not yet look like it can make any serious headway”.

“Next week’s function [at Sydney’s Overseas Passenger Terminal on July 18] could tell us more.”

Beverley McGarvey, chief programming officer Network Ten, said in the release that the launch of the new shows is just the start of what the network is planning for 2014.

“We know Australians want big, noisy, compelling and engaging television programs that they can talk about the next day,” McGarvey said.

“That is what we will be delivering across the rest of 2013 and into 2014.”

The end of this week starting July 8 is the ‘official’ half way point with Easter taken out of the equation, according to Allen.

Ahead of further analysis to come next week, Allen today reiterated his original forecast in January, with Seven expected to close the gap on Nine in the second half.

“We don’t see any ‘break out’ new hits for second half other than Great Australian Bake Off,” he said.

The Bake Off is a new program for Nine that is set to debut at 8.30pm on Tuesdays. Nine described the program as the “UK’s smash hit”, topping 4.5 million viewers per episode.

Australia’s Got Talent, which has moved from Seven to Nine, will be a “minor hit” according to Allen, who believes there are “plenty of good high rating headline grabbing shows” to return in the second half.

They include Big Brother and Underbelly on Nine, with The X-Factor and more on Seven.  

“The second half will be a closer race,” Allen concluded. 

Please login with linkedin to comment

Latest News

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

Spikes Asia Brings Spikes Awards Forward To February 2021
  • Media

Spikes Asia Brings Spikes Awards Forward To February 2021

Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]

Finalists In Round One Of 2020 Australian Effie Awards Announced
  • Advertising

Finalists In Round One Of 2020 Australian Effie Awards Announced

Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
WPP AUNZ Launches Secrets & Lies Podcast Series
  • Advertising

WPP AUNZ Launches Secrets & Lies Podcast Series

WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured).  The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]

Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine
Melbourne, Australia - July 26, 2018: Homeless man sits in front of Westpac bank in Melbourne Australia
  • Technology

Westpac Group Partners With Verizon Media DSP For Omnichannel Solution

Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]

Adobe Analytics Adds Mobile App
  • Technology

Adobe Analytics Adds Mobile App

If there's anything to be said about the Adobe company, it doesn't sit on it laurels. Discover its latest gizmo here.

Nova Cuts 70 Employees Amid Pandemic
  • Media

Nova Cuts 70 Employees Amid Pandemic

All B&T will say here is, whoever decided having Szechuan bat for dinner was a good idea has a LOT to answer for.

by B&T Magazine

B&T Magazine
Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Here's top tips on getting out of a cashflow crisis that don't include robbing the kids' moneyboxes or a 7-Eleven store.